But for school programs, it's the teachers, not the students, who sign their classes up for outings at the Baltimore museum—a fact that meant the project's target audience consisted primarily of 25- to 40-year-old women. So Lack pitched an entirely different approach: "Let's make it more sophisticated." The resulting brochure feels more like a program handed out at the symphony than something found at a grade school.
The piece's white, uncoated paper gives it a refined feel, while the brown text and illustrations keep it soft. Interior pages pair copy about planning a visit with the gorgeous artwork that teachers and students might see at the museum. To make sure these rich, colorful paintings reproduced well, Principle chose a stochastic printing method—its randomized dot pattern results in a tighter image. The brochure also features stock line art, which Lack found to represent items in one of the museum's exhibits.
In the middle of the brochure, there is something just for students: a full-sized poster is folded and bound into the piece. Teachers can pull it out and hang it up in their classrooms for their students to enjoy. The poster is covered with line art that corresponds to objects at the Walters Art Museum, so it gives students something to get excited about before they step in the door.
This piece went so well that Principle was also tapped to create a family guide for the museum. The new project needed to be equally fun and engaging for parents and their kids. After some brainstorming, the design team and museum staff settled on the idea of a deck of cards. This format makes a visit to the museum feel like a game designed for the whole family. A mom can hand a card or two to each of her kids—no fighting over a single brochure.
To keep things kid-friendly, Principle made the cards fairly large—8 7/8 x 5 5/8- inches (22.5 x 14.3 cm)—and printed them on sturdy 80 lb. stock. Each card features a different item for families to find in the museum and the entire set slips easily into a sleeve. There's also an introductory card in large type that explains how to use the deck, making the copy more accessible for young readers. Much like a deck of standard playing cards, rounded corners also give the set a friendly feel.
The outer sleeve was created from a lighter weight paper, so Lack needed to make sure the glue used to hold it together wouldn't seep through. It also features a thumb notch at the top for ease of use, which also serves as a subtle branding element with the Walters logo showing through from the top card. The front features a magnifying glass, which hints at the scavenger hunt nature of the cards inside.
For the cards themselves, Principle kept things bright and fun, choosing a different color for each one. These highlight a picture of an artifact on the front side along with a brief description of the item. The back includes additional details about the art along with questions for a family to discuss together. This approach allows different age groups to enjoy the piece together. Small children can simply look for the object in the picture, while older kids can read the copy and initiate discussions with their parents.